2014 Winners & Shortlists

Results and Effectiveness

• Very Refreshing: Sprite at 41% and 7UP at 28% vs. Sprite at 44% and 7UP at 45% • Youthful Brand: Sprite at 34% and 7UP at 20% vs. Sprite at 35% and 7UP at 36% • Cool and Edgy: Sprite at 38% and 7UP at 27% vs. Sprite at 38% and 7UP at 32% • Always doing new things: Sprite at 38% and 7UP at 26% vs. Sprite at 38% and 7UP at 32% • Encourages me to be true to myself: Sprite at 40% and 7UP at 29% vs. Sprite at 41% and 7UP at 36% (*Source: B³)

Creative Execution

We came up with a list of the most popular youth hangouts. Each bathroom in these hangouts was metamorphosed into Sprite “Obey You” territory. All mirrors were embellished with the famous Sprite Sparks and the calligraphed phrase “Ana Keda” (Obey You). And just like that, each hangout visitor was converted into a die hard Sprite advocate, who is true to him or her self. The “Obey You” campaign is made up of two tiers – Extrinsic and Intrinsic – both aiming to spread out wide and loud that youth, along with Sprite must remain true to oneself. Extrinsic: Introducing two young artists; ones that will never allow anyone to waver their beliefs. Intrinsic: A reminder that Sprite is part of their daily routines. It was launched via traditional media channels such as TV, radio, OOH and digital, as well as being supported by on ground activations, including the mirrors.

Insights, Strategy and the Idea

The Sprite Mirror on ground activation is only one pillar of the many pillars that constitute the integrate Sprite “Obey You” campaign. This activation was devised to increase brand love score, in addition to screaming out to its target: Your true self is enough; your true self is refreshing. The Sprite “Obey You” target is primarily made up of rebellious, independent youth that are proud of who they are, and are not afraid to openly and freely express that by any means they deem fit. Stemming from the insight that Sprite's new message sheds light away from the brand and focuses it on the product. Sprite, just like its target, is remaining true to itself. “I am a refreshing lemon lime soda drink.” In addition to being inspired by its target, fearless individuals are not afraid to embrace and freely express themselves.